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Action on Sugar

Advertising ban for foods and drinks high in fat, salt or sugar in children’s media

Published:

New rules banning the advertising of high fat, salt or sugar (HFSS) food or drink products in children’s media have come into effect today. The rules will apply across all non-broadcast media including in print, cinema and, crucially, online and in social media. Read more, here.

In summary:

  • Ads that directly or indirectly promote an HFSS product cannot appear in children’s media
  • Ads for HFSS products cannot appear in other media where children make up over 25% of the audience
  • Ads for HFSS products will not be allowed to use promotions, licensed characters and celebrities popular with children; advertisers may now use those techniques to better promote healthier options
  • The Department of Health nutrient profiling model will be used to classify which products are HFSS

 

Registered Nutritionist Jenny Rosborough, Campaign Manager at Action on Sugar says: "We welcome today’s news that there will no longer be any ads promoting food and drinks high in fat, sugar and salt on social media and gaming channels that are aimed at children. However, the ruling needs to go further as they currently do not manage exposure to these adverts during popular family programmes such as the X Factor or Britain’s Got Talent and therefore, in the first instance, should be extended to a 9pm watershed.

Today’s ban is just one of the many steps (as outlined in Action on Sugar's original Childhood Obesity plan presented to the government) required to help prevent millions of UK citizens from becoming obese, developing type 2 diabetes or high blood pressure. The Prime Minister must now put the nation’s health first."

The Obesity Health Alliance, a coalition of over 40 organisations, says:  “The new rules acknowledge it is wrong to advertise junk food to children, but only take a small step in the right direction. For too long children have been relentlessly bombarded with junk food adverts online, on billboards outside schools and at the cinema.

But just like the problems with current TV rules, we are concerned they don’t go far enough and loopholes mean they only apply when over 25% of the audience is children. This will be impossible to monitor and mean millions of children will still be exposed to adverts which we know lead them to unhealthy food choices. We need rules that are fit for purpose and reflect the way our children watch and engage with media online and on TV.”

 

Our friends at the Children’s Food Campaign have launched Operation Eagle Eye where you can help to take a stand against ads and brands which are targeting their sugary products at children. Find out more, here.

 

 

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